New Media, Old Habits

Rather than being enthusiastic innovators, most print media organizations have been reluctant followers.

In a 2015 article in The Guardian14, Dharmash Mistry, a successful venture capitalist, stated:

“The most clear cut thing is that this is structural not cyclical … That is the killer point. It is not an ad sales thing saying it will come back at Christmas, or next summer. Not unless you’ve innovated fantastically and can show demonstrable return on investment in the demanding digital world.”

And therein lies the problem:

Newspapers are not particularly good at online advertising.

Even when newspapers embrace “new” advertising channels, they are often still infected with “old school” thinking.

“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.”